Intercultural communication practices and insights from the Goethe-Institut official websites
歌德学院官网跨文化传播实践与启示

摘要

本研究旨在剖析国际语言文化推广机构在跨文化传播领域的实践与启示，以歌德学院为例考察其文化主题分类及传播策略的运用。通过网络爬虫技术收集数据，从歌德学院在德国本土及全球16个国家的官方网站中自动抓取文化板块的主题分类及文化活动信息，分析了歌德学院不同国家官方网站的跨文化传播实践。研究发现，歌德学院官方网站在呈现大C文化（即学术文化或知识文化）方面相对较少，更多聚焦于小c文化（大众文化或交际文化）。文学、艺术与电影构成其文化活动的主要类型，国际热点与先锋文化也受到关注。歌德学院不仅输出本国文化，更注重营造不同文化间的对话、交流与合作，跨越时空距离与心理距离，实现跨文化传播的软着陆。这些实践为中国语言文化推广机构在跨文化传播领域提供了有益的启示与借鉴。

Abstract

This study aims to analyze the practices and insights of international language and culture promotion organizations in the field of intercultural communication, using the Goethe-Institut as a case study to examine its cultural theme classifications and communication strategies. Data was collected through web crawling technology, automatically extracting thematic classifications and cultural activity information from the cultural sections of the Goethe-Institut’s official websites in Germany and 16 other countries worldwide. The analysis reveals that the Goethe-Institut’s official websites focus less on high culture ("Big C" culture, referring to academic or intellectual culture) and more on low culture ("small c" culture, referring to popular or communicative culture). Literature, art, and film form the main types of its cultural activities, with attention also given to international trends and avant-garde culture. The Goethe-Institut not only exports its national culture but also emphasizes fostering dialogue, exchange, and collaboration between cultures, bridging spatial and psychological distances to achieve a smooth "soft landing" in intercultural communication. These practices provide valuable insights and references for Chinese language and culture promotion organizations in the realm of intercultural communication.